Global Marketing: A Decision-Oriented Approach 5/e (絕)
- 20本以上，享 8.5折
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- 一般書籍
- ISBN：9780273726227
- 作者：Svend Hollensen
- 版次：5
- 年份：2010
- 出版商：Pearson Education
書籍介紹
目錄
作者介紹
Description
The globalization of companies is the involvement of customers, producers, suppliers, and other stakeholders in the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries around the world. Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world.
The globalization of companies is the involvement of customers, producers, suppliers, and other stakeholders in the global marketing process. Global marketing therefore reflects the trend of firms selling products and services across many countries around the world. Drawing on an incomparable breadth of international examples, Svend Hollensen not only demonstrates how global marketing works, but also how it relates to real decisions around the world.
Table of Contents
Part 1 THE DECISION WHETHER TO INTERNATIONALIZE
1. Global marketing in the firm
2. Initiation of internationalization
3. Internationalization theories
4. Development of the firm’s international competitiveness
Part 2 DECIDING WHICH MARKETS TO ENTER
5. Global marketing research
6. The political and economic environment
7. The sociocultural environment
8. The international market selection process
Part 3 MARKET ENTRY STRATEGIES
9. Some approaches to the choice of entry mode
10. Export modes
11. Intermediate entry modes
12. Hierarchical modes
13. International sourcing decisions and the role of the sub-supplier
Part 4 DESIGNING THE GLOBAL MARKETING PROGRAMME
14. Product decisions
15. Pricing decisions and the terms of doing business
16. Distribution decisions
17. Communication decisions (promotion strategies)
Part 5 IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME
18. Cross-cultural sales negotiations
19. Organization and control of the global marketing programme
Part 1 THE DECISION WHETHER TO INTERNATIONALIZE
1. Global marketing in the firm
2. Initiation of internationalization
3. Internationalization theories
4. Development of the firm’s international competitiveness
Part 2 DECIDING WHICH MARKETS TO ENTER
5. Global marketing research
6. The political and economic environment
7. The sociocultural environment
8. The international market selection process
Part 3 MARKET ENTRY STRATEGIES
9. Some approaches to the choice of entry mode
10. Export modes
11. Intermediate entry modes
12. Hierarchical modes
13. International sourcing decisions and the role of the sub-supplier
Part 4 DESIGNING THE GLOBAL MARKETING PROGRAMME
14. Product decisions
15. Pricing decisions and the terms of doing business
16. Distribution decisions
17. Communication decisions (promotion strategies)
Part 5 IMPLEMENTING AND COORDINATING THE GLOBAL MARKETING PROGRAMME
18. Cross-cultural sales negotiations
19. Organization and control of the global marketing programme
Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultafor several international companies and organisations. His other Financial Times Prentice Hall books include Marketing Manageme(2nd edition), published in 2010.
